Schwartz's, also known as the Schwartz's Deli and the Montreal Hebrew Delicatessen, is a Jewish delicatessen restaurant and take-out located on Saint-Laurent Boulevard in Montreal, Quebec, Canada. Established in 1928 by Reuben Schwartz, a Jewish immigrant from Romania, Schwartz's has become a cultural institution and landmark in the city.
Offerings
At Schwartz's, the signature dish is the smoked meat sandwich served on rye bread with yellow mustard. The meat is categorized by its fat content: lean, medium, medium-fat, or fat, with medium and medium-fat being the most popular choices. A classic Schwartz's meal includes a medium-fat sandwich, fries, half-sour pickle, coleslaw, red pepper, and a black cherry soda.
The unique flavor of Schwartz's smoked meat is attributed to a mandatory 10-day meat curing process, high turnover of the meat, and a brick smoke-house covered with over 90 years' worth of buildup. The deli has been using an electric smoker for over 50 years since wood smoking was banned in restaurants in the city. The spices used in the smoked meat have been described as a maddening aphrodisiac and are said to be the secret behind the flavor.
In addition to smoked meat, Schwartz's is also credited with creating Montreal steak seasoning or Montreal steak spice. This seasoning originated when a broilerman working at Schwartz's in the 1940s and '50s began adding the deli-smoked meat pickling spices to his own rib and liver steaks. The popularity of this seasoning led to its adoption by other Montreal delis and steakhouses.
History
Schwartz's is one of the few original delicatessen restaurants in Montreal that are still in operation. Other notable delicatessens that once competed with Schwartz's, such as Bens De Luxe Delicatessen & Restaurant, The Brown Derby, Main Deli Steak House, and Quebec Smoked Meat, have since closed down. Schwartz's continues to prepare its smoked meat and other offerings mostly in-house, ensuring the quality and authenticity of their food.
The debate over who has the best smoked meat sandwich in Montreal has long been contested between Schwartz's and Bens. Bens was known for its thinly sliced meat piled high between rye bread, while Schwartz's offers plates of thickly cut smoked meat.
The Main Deli Steak House, which opened across the street from Schwartz's in 1974, became its main business rival. Despite being highly rated, Schwartz's consistently won the best montreal sandwich award, attracting tourists from around the world. Some locals preferred the Main Deli for its traditional feel, considering Schwartz's to be more touristy.
In 1977, Schwartz's sign was forcibly changed from hebrew delicatessen to charcuterie hébraïque de montréal due to the controversial Charter of the French Language (Bill 101). The deli, along with other stores retailing imported kosher goods, faced challenges from the Office québécois de la langue française (OQLF) regarding labelling requirements. Schwartz's and other well-known delicatessens also fought a ruling to change the name of smoked meat to boeuf mariné in order to conform to the Quebec Language Law. They successfully appealed the ruling, highlighting the confusion it would cause among customers.
Ownership and Potential Expansion
Since its establishment, Schwartz's has passed through several owners. In 2012, the Nakis and Angelil-Dion families purchased Schwartz's for $10 million. Despite offers to franchise the restaurant in various cities across North America, the owners have consistently refused. Even franchising within Montreal has been rejected due to customer opposition and the desire to maintain the authenticity and nostalgia of the original establishment.
In 2013, Schwartz's began selling vacuum-sealed pouches of its smoked meat in supermarkets across Quebec. This mass-produced product has since become available in other supermarkets across Canada.
In Media
Schwartz's has been the subject of numerous articles and documentaries, as well as the inspiration for a theatre production called schwartz's: the musical. The deli's rich history and unique offerings have garnered attention from both Canadian and international audiences. In 2020, Schwartz's was featured in an episode of the Netflix show somebody feed phil.
Schwartz's smoked meat has become an iconic dish in Montreal, attracting locals and tourists alike. The deli's commitment to quality, tradition, and authenticity has solidified its status as a cultural institution and landmark in the city. Whether you prefer a lean, medium, or fatty sandwich, a visit to Schwartz's is a must for anyone looking to experience the true taste of Montreal's smoked meat.
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